The PR Future podcast from the USC Center for Public Relations (CPR) provides insight into the future of public relations and strategic communication. Student-produced and directed, the podcast originates from the USC Annenberg School for Communication and Journalism and is hosted by CPR Director and Golin Chairman Emeritus Fred Cook. Each season features discussions with public relations executives, academics, students and more as part of our mission to define the future of our industry and to…
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The future of search is here, and it's being rewritten by AI. In this episode, host Fred Cook sits down with Michael Sullivan and Lindsey Bastani from We. Communications to unpack the rise of Generative Engine Optimization (GEO), the new frontier that every brand, marketer, and PR agency needs to understand. As AI search engines reshape how people discover information, Michael and Lindsey break…
Guest Simon Halls — Co-Founder, Apex Public Relations; USC alum; one of the most influential entertainment publicists working today Host: Fred Cook, Director, USC Center for Public Relations Discussion Breakdown Introduction to Simon’s Career — 0:00 From USC to Warner Bros: A Non-Linear Start — 1:07 Launching McDonald’s in Russia & Early Global PR Lessons — 3:16 Returning to the U.S. and Joining…
Guests Rupert — AI persona created by Joe Carreon Student Interviewers: Toma Battino, Joe Carreon Host: Fred Cook, Director, USC Center for Public Relations Discussion Breakdown Introducing Rupert — 0:00 How AI Is Impacting PR — 0:45 Will AI Replace Entry-Level Jobs? — 1:40 Who’s Adopting AI Faster — Young or Experienced Pros? — 3:06 Passion Projects & Standing Out in PR — 4:20 GEO (Generative…
Guests Sierra Sohn — Author of “Where The Hell is My Money Going: A Gen Z Perspective” exploring Gen Z fandom, shareability, and what young audiences expect from the sports experience. Chinelọ Ogogor — Author of "Emerging Technologies for Sports Training, Biomechanics, and Injury Prevention" exploring biomechanics and the science-driven technologies elevating athlete performance and recovery. Ava…
Season 7, Episode 1 — "Relevance Report 2025: Sports" As the 2025 Relevance Report launches, this debut episode brings together three leading voices in communication to reflect on how sports mirror the industry’s biggest transformations — from AI and media disruption to purpose-driven storytelling. Guests: Jennifer Stephens-Acree — Founder & CEO, JSA Partners Kirk Stewart — USC Professor, Former…
This episode is a replay of special podcast hosted by PRWeek about the 2025 USC Relevance Report. This special PRWeek podcast, "AI Activated," brought together three PR industry leaders and PRWeek Hall of Famers to discuss AI's impact on public relations. Hosted by Steve Barrett, Editorial Director of PR Week, the conversation featured: Frank X. Shaw, Chief Communications Officer at Microsoft…
Based on a survey of over 1,000 PR professionals, the 2025 Global Communication Report from the USC Center for Public Relations –in conjunction with Zeno Group and IABC – reviews how AI, hybrid work, generational shifts, influencer culture, and polarization are reshaping public relations. To download the report, go to this link To find information about the International Association of Business…
Eli Williams of Day One Agency joins the conversation to unpack findings from the agency’s latest report, Gen Z: Life, Actually . The study challenges common assumptions about Gen Z and reveals a generation that’s more multifaceted—and in some ways, more traditional—than many marketers assume. Through the lens of public relations and cultural insight, this episode explores how Gen Z is reshaping…
Fred Cook kicks off a timely conversation on the future of public relations—through the lens of generational differences and shared experiences. The episode unpacks key insights from the USC Center for PR’s 2025 Global Communication Report: Mind The Gap , which examines how four major forces—AI, hybrid work, media evolution, and polarization—are reshaping the industry and impacting the four…
Burghardt Tenderich, Professor of Professional Practice at USC, speaks to Chantelle Darby, VP of Communications for the global Venture Capital firm, Accel. Chantelle started her career on the agency side before leading Yelp through an IPO and working with Sheryl Sandberg on Lean In. Chantelle covers these roles and offers crucial advice for students and young professionals starting out in the…
